Cable And Wireless Communications Design & Branding BRAND IDENTITY by Elmwood


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Industry Telecommunications Services
Media Design & Branding
Market United Kingdom
Agency Elmwood
Creative Director Michael Smith
Designer Michael Smith
Released March 2010

Credits & Description

Category: Consumer Services
Date of First Appearance: Mar 1 2010
Entrant Company: ELMWOOD, Leeds, UNITED KINGDOM
Creative Director & Designer: Michael Smith (Elmwood)
Writing Director: Laura Forman (Elmwood)
Managing Director: Elliot Wilson (Elmwood)
Brand Innovation Director: Greg Taylor (Elmwood)
Account Director: Dawn Hamilton (Elmwood)
Account Director: Dylan Paddock (Elmwood)
Media placement: Brand Identity - Website, Stationery, Brand Book And Animation - 1 March 2010

Describe the brief from the client
Cable & Wireless is one of the world’s leading telecommunications companies. It was going through a demerger to form two different business units. One of them, Cable & Wireless Communications, tasked us with creating their new brand identity, from definition through to applications.

Describe the challenges and key objectives
• To define the brand positioning for the new unit
• To express that newly defined brand through design and language
• To galvanise support inside and outside as they became a standalone unit

Describe how you arrived at the final design

After consulting with all key stakeholders, we developed a brand blueprint, including the cause ‘we put communications technologies at the heart of nations’.

We developed the mission ‘we put communications technologies at the heart of nations’. We used lines to represent cables, twining them into an ampersand that also resembled a globe, something’s that strongly associated with the brand.

These lines formed the basis of the identity, including illustrations for important communications. We wrote stories to show how Cable & Wireless Communications people live up to the brand values. Finally, we storyboarded and scripted a brand animation.

Give some indication of how successful the outcome was in the market
It is too early to provide any statistics at present, as they're still being gathered, however we have a very happy client.

"The feedback we have had from everyone throughout Cable & Wireless has been superb and the whole company feels like it is standing together behind our rediscovered flag.”
Lachlan Johnstone – Brand & Communications Director, Cable & Wireless Communications